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The Right Format of Internet Advertising (RFIA): A Structural Equation Model

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  • Payam Hanafizadeh

    (Department of Industrial Management, Allameh Tabataba’i University, Tehran, Iran)

  • Mehdi Behboudi

    (Department of Business Management, School of Management and Accountancy, Islamic Azad University, Qazvin Branch, Qazvin, Iran)

Abstract

This study was designed to provide some insights into how Iranian marketers can find the right format of Internet advertising. Recent negative trends in Internet advertising, such as “banner blindness” and extremely low click-through rates, make it imperative to study various factors affecting the right format of Internet advertising. Therefore, this study builds a comprehensive theoretical model explaining how marketers are able to find the right format of Internet advertising. Accordingly, seven latent variables related to the right format of Internet advertising were examined: objective ad features, subjective ad features, product type, user types, ad types, advertising strategy, and ICT condition. It was found that these constructs successfully explain how marketers can find the right format of Internet advertising. Product involvement is found to be the most significant antecedent explaining the right format of Internet advertising.

Suggested Citation

  • Payam Hanafizadeh & Mehdi Behboudi, 2013. "The Right Format of Internet Advertising (RFIA): A Structural Equation Model," Information Resources Management Journal (IRMJ), IGI Global, vol. 26(2), pages 20-42, April.
    • Handle: RePEc:igg:rmj000:v:26:y:2013:i:2:p:20-42
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